Following Connect Hyundai Busan, Connect Hyundai Cheongju newly opened on June 27 of this year at Cheongju Central City in Gagyeong-dong, Heungdeok-gu. Connect Hyundai is a new concept complex shopping mall that bills itself as a playground connecting people, places, and culture, and I heard that Connect Hyundai Cheongju has particularly specialized in subculture content.

Subculture is referred to as 'sub-culture' in Korean. It is a unique and distinct culture shared by specific groups, with representative examples including comics, animation, games, webtoons, cosplay, metal, rock, and hipster culture. We have enhanced our services to provide customers visiting Connect Hyundai Cheongju with these IP contents, which possess a charm distinct from mainstream culture, and to allow them to experience them firsthand. It is no exaggeration to say that in today's era, IP content—which was once marginalized in mainstream culture—is leading cultural trends. Keeping pace with the boundless world of subculture that changes rapidly with trends, Connect Hyundai Cheongju aims to become a platform where customers can directly experience and connect with subculture.

As you take the escalator up to the third floor, a world of subculture unfolds, immediately captivating your attention. It seems the process of gathering brands with such distinct personalities and curating the space was not easy.

'Culture & Mania' on the 3rd floor is Connect Hyundai Cheongju's exclusive IP-based subculture specialty space, spanning approximately 600 pyeong. Excluding the pop-up zone, a total of seven brands are housed in separate areas. Most subculture brands possess strong individual personalities. Just as they have unique characteristics, their store interiors are equally distinct. We put a great deal of thought into how to harmoniously integrate them within a single space, but ultimately, that diversity became the concept of this area. Even within the same product category, the different IP characters create differentiation in themselves, and we paid close attention to the layout and flow to ensure that individual brands do not get lost. We also took care to control the amount of content to avoid overwhelming customers with information.

What kind of work does Senior Park Kyu-sang mainly handle?

My primary responsibility regarding subculture is to monitor rapidly changing trends and continuously discover new content that aligns with them. IP content involves expanding this discovered content into other forms, essentially transforming intangible assets into tangible products. Additionally, as a member of the sales team, I oversee overall operational tasks, including store, environment, and personnel management.

How long have you worked at Hyundai Department Store?

It has been nearly eight years. Prior to that, I was in charge of the fashion and accessories sections at the Hyundai Department Store in Cheonho. I have been living in Cheongju for about a year while preparing for the opening of Connect Hyundai Cheongju. My hometown is Daejeon, and although it is in the same Chungcheong region, this project has allowed me to experience Cheongju for the first time.

Is there any memorable episode from the process of preparing the subculture zone?

It took about a year and three to four months from the planning stage to create the Subculture Zone for the opening of Connect Hyundai Cheongju. Although I was confident in the content of subculture, I couldn't help but feel a 1% anxiety about whether the citizens of Cheongju would actually like it. For the grand opening, we planned and held an event where we invited cosplayers to take photos on-site, and their fans came to visit. Above all, contrary to my worries, the citizens of Cheongju showed interest and enjoyed it with us, which gave me great relief. That was when I thought, "Ah, I need to keep building this well."

In particular, the colorful experience spaces are a unique sight that cannot be seen anywhere else in a department store.

On the 3rd floor, there are a total of five experiential spaces: 'Real World', 'Play in the Box', 'Action', 'Illusta', and 'Popup'. Real World is a new concept entertainment space that traverses reality and fantasy, where you can play escape room games. You can enjoy unique experiences where you step into a game and become the protagonist of various stories, such as uncovering secrets hidden within a mystery hotel or becoming a detective to find the culprit who stole the Mona Lisa. By following clues, deducing, and solving puzzles, you can experience a unique level of immersion and thrills. Play in the Box is an experiential space that brings together all kinds of characters and entertainment. It is filled with diverse content that the MZ generation raves about, including random figures, capsule toys, limited edition merchandise, cute gacha zones, photo booths, and pop-up stores. Action is a space where you can enjoy the latest games all in one place, such as rhythm games, prize games, racing games, sports games, and claw machines. 'Illusta' is a cafe where you can experience character goods and power. As a brand of Starlike, which leads the diversity and culture of subculture, Illusta has launched at Connect Hyundai Cheongju for the first time in the Chungcheong region. You can discover your own favorite character at the cafe, which features exhibitions of popular character goods and character collaborations, and various events are held on the stage set up right next to it.

The 'Makoto Shinkai' special exhibition is currently generating a lot of excitement in the pop-up zone. Is there a specific standard unique to Connect Hyundai Cheongju when planning the pop-up zone?

We typically plan the operation period for our pop-up zones to range from as short as one week to as long as one to one and a half months. This <Makoto Shinkai> special exhibition runs from July 13th to September 4th. Previously, we showcased 'Pat & Mat' content. When selecting pop-up content, we try to avoid setting specific criteria rather than strictly adhering to them. If we search for brands or items within a rigid framework, we can create our own limitations. I believe that removing constraints is the core of subculture. Above all, we plan and operate with the primary focus on presenting this space as an opportunity to experience new brands, content, and merchandise related to subculture.

I am curious to know which zones or brands are receiving the most love from customers. Now that two months have passed since the grand opening, you must be experiencing customer reactions firsthand.

The response to the action and real-world zones is particularly positive. While working at Hyundai Department Store, this is the first time I have seen so many young people enjoying themselves inside. It is delightful to see students in school uniforms coming with friends on weekdays to play claw machines and escape rooms, as this is exactly the scene we envisioned when designing the subculture zone. Furthermore, Connect Hyundai Cheongju is a playground that encompasses people of all ages, so family groups—ranging from grandchildren to grandparents—make up a significant portion of our visitors. In fact, we often refer to subculture as "family culture." It is essentially a space where everyone can enjoy themselves together.

Connect Hyundai Cheongju is also the first store outside the metropolitan area. Senior Manager Park Gyu-sang, what do you think are the unique characteristics and appeal of Connect Hyundai Cheongju?

The defining characteristic of Connect Hyundai Cheongju is its 'three-dimensionality.' Just as three-dimensional shapes reveal a different appearance depending on the viewing angle, I believe Connect Hyundai Cheongju is a space that encompasses a wide range of floors, allowing every customer to have the experience they desire, regardless of who visits. I think the charm of Connect Hyundai Cheongju lies in creating a sense of anticipation, making visitors wonder, "I had this experience today, so what kind of experience will I have when I visit again next time?"

I am curious to know what Senior Park Kyu-sang considers 'subculture' to be.

It’s like looking at stars through a telescope. When you look through the lens, they seem close enough to be right in front of your eyes, but if you actually reach out, they are so far away that you can’t touch them. That world is as deep as the stars in the universe. The world of subculture is just like a black hole. That is why the fan base is bound to be so thick. Each individual culture that encompasses subculture is vast and deep in its own way. I’ve been a fan of animation myself. Even so, when approaching this professionally, because each world is as vast and endless as the universe, the more I learn, the more I feel like there is no end to it, which makes me want to study even more.

If you have any projects currently in the planning stage, please introduce them.

We are preparing a 'Cosplay Party' for the end of September. It is content that anyone who likes cosplay can enjoy. You can meet various amateur cosplayers over the two days of September 20th and 21st.

Is there a project you would like to plan in the future?

Someday, I would like to host a subculture festival at Connect Hyundai Cheongju. The Illusta Cafe currently located within the store is operated by 'Starlike,' a subculture startup and comprehensive subculture company, which also hosts the 'Illusta Fest' at KINTEX. This event is a comprehensive gathering where visitors can enjoy everything in one place, from a creator market featuring creative books and fancy goods by amateur and professional artists to performances by subculture musicians and cosplay. It is a festival of a scale that attracts approximately 30,000 visitors per session. I think it would be truly meaningful to host a festival like this at Connect Hyundai Cheongju. I hope to see subculture enthusiasts and Cheongju citizens mingling together as they visit the Connect Hyundai Cheongju store.

Maker's Pick

3 Subculture Experience Spaces You Must Visit at Connect Hyundai Cheongju

Real World

You can have a unique experience entering the game and becoming the protagonist of various stories, such as uncovering secrets hidden inside a mystery hotel or becoming a detective to find the culprit who stole the Mona Lisa. By following clues, deducing, and solving the puzzles, you can experience a unique level of immersion and a thrilling time.

Play in the Box

It is an experience space that brings together all the characters and things to enjoy in the world. It is filled with diverse content, including random figures and capsule toys that the MZ generation raves about, limited edition merchandise, cute gacha zones, photo booths, and pop-up stores. At the Connect Hyundai Cheongju store, you can have fun browsing cute characters and taking commemorative photos with friends and family.

Action

A space filled with such a diverse and exciting array of games—including rhythm games, prize games, racing games, sports games, and claw machines—that you won't have enough time to enjoy them all. You can have a fun time playing regardless of the season or weather.